Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

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cg.authorship.typesCGIAR and advanced research instituteen_US
cg.contributor.affiliationWageningen University & Researchen_US
cg.contributor.affiliationWageningen Economic Researchen_US
cg.contributor.affiliationInternational Livestock Research Instituteen_US
cg.contributor.affiliationUniversity of Greenwichen_US
cg.contributor.affiliationTilburg Universityen_US
cg.contributor.crpAgriculture for Nutrition and Healthen_US
cg.contributor.donorBill & Melinda Gates Foundationen_US
cg.contributor.donorForeign, Commonwealth and Development Office, United Kingdomen_US
cg.contributor.donorFederal Ministry for Economic Cooperation and Development, Germanyen_US
cg.coverage.countryBurkina Fasoen_US
cg.coverage.iso3166-alpha2BFen_US
cg.coverage.regionAfricaen_US
cg.coverage.regionWest and Central Africaen_US
cg.creator.identifierMichel Dione: 0000-0001-7812-5776en_US
cg.creator.identifierSidwatta Guy Ilboudo: 0000-0001-6061-7035en_US
cg.creator.identifierKristina Roesel: 0000-0002-2553-1129en_US
cg.creator.identifierDelia Grace: 0000-0002-0195-9489en_US
cg.creator.identifierTheo Knight-Jones: 0000-0003-4342-6055en_US
cg.howPublishedFormally Publisheden_US
cg.identifier.dataurlhttps://hdl.handle.net/20.500.11766.1/FK2/QYJHUCen_US
cg.identifier.doihttps://doi.org/10.1038/s41598-024-76123-4en_US
cg.isijournalISI Journalen_US
cg.issn2045-2322en_US
cg.issue1en_US
cg.journalScientific Reportsen_US
cg.reviewStatusPeer Reviewen_US
cg.subject.actionAreaResilient Agrifood Systemsen_US
cg.subject.ilriANIMAL PRODUCTSen_US
cg.subject.ilriFOOD SAFETYen_US
cg.subject.impactAreaNutrition, health and food securityen_US
cg.subject.impactPlatformNutrition, Health and Food Securityen_US
cg.subject.sdgSDG 2 - Zero hungeren_US
cg.volume14en_US
dc.contributor.authorMadjdian, D.S.en_US
dc.contributor.authorAsseldonk, M. vanen_US
dc.contributor.authorTalsma, E.F.en_US
dc.contributor.authorDione, Michel M.en_US
dc.contributor.authorIlboudo, Guyen_US
dc.contributor.authorRoesel, Kristinaen_US
dc.contributor.authorGrace, Deliaen_US
dc.contributor.authorKnight-Jones, Theodore J.D.en_US
dc.contributor.authorVet, E. deen_US
dc.date.accessioned2024-10-23T10:18:30Zen_US
dc.date.available2024-10-23T10:18:30Zen_US
dc.identifier.urihttps://hdl.handle.net/10568/155509en_US
dc.titleEmpowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaignen_US
dcterms.abstractFoodborne disease resulting from food sold at urban informal markets is a major public health challenge in Sub-Saharan Africa. This study assessed the impact of an innovative nine-months multi-media campaign engaging a key influencer, aimed at empowering consumers to choose safer ready-to-eat chicken meat at informal street restaurants in Ouagadougou, Burkina Faso. A two-wave panel study assessed associations between recall of TV, radio, billboard, and social media advertisements, and self-reported behavior regarding purchasing and consumption of ready-to-eat chicken at outlets, consumer intentions, knowledge, attitudes, norms, and agency. A panel of randomly selected adult consumers (n = 852) were interviewed pre- and post-campaign, 12 months apart. 60% recalled at least one of the campaign channels when prompted. Mixed-effects models showed associations between prompted recall and feeling better informed about food safety (aOR 1.449) and increased knowledge (0.132 unit increase on total score). Social media recall was associated with higher perceived access to information (aOR 1.449) and knowledge. Billboard recall increased odds of higher perceived health benefits of paying attention to food safety behaviors when purchasing chicken (aOR 2.046). TV ad recall was associated with a 0.159 unit decrease in the gap between consumers’ intentions and behavior. An engaging consumer food safety multimedia campaign that engages key influencers improved food safety awareness and knowledge, ultimately supporting consumers to choose safer chicken at markets.en_US
dcterms.accessRightsOpen Accessen_US
dcterms.audienceAcademicsen_US
dcterms.audienceScientistsen_US
dcterms.available2024-10-21en_US
dcterms.bibliographicCitationMadjdian, D.S., Asseldonk, M. van, Talsma, E.F., Dione, M., Ilboudo, G., Roesel, K., Grace, D., Knight-Jones, T.J.D. and Vet, E. de. 2024. Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign. Scientific Reports 14: 24718.en_US
dcterms.extent24718en_US
dcterms.issued2024-10-21en_US
dcterms.languageenen_US
dcterms.licenseCC-BY-4.0en_US
dcterms.publisherSpringer Science and Business Media LLCen_US
dcterms.subjectanimal productsen_US
dcterms.subjectfood safetyen_US
dcterms.typeJournal Articleen_US

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